BY STEVE KEIPERT AT AUGUSTA NATIONAL

AMID the mania that is Masters week beats the heart of a town that welcomes the tournament with open arms.

To be fair, calling Augusta a “town” is unfair; with 200,000 people and 350,000 in what is termed the Central Savannah River Area, it is most definitely a city. Augusta takes its name from Princess Augusta of Saxe-Gotha, the mother of King George III and wife of Frederick, Prince of Wales. The city straddles the border between Georgia and South Carolina but the bulk of the city – including Augusta National Golf Club – sits within Georgia.

Traffic looks far different along Washington Road during Masters week than it does the other 51 weeks of the year. PHOTO: Robert Sullivan/AFP/Getty Images Traffic looks far different along Washington Road during Masters week than it does the other 51 weeks of the year.
PHOTO: Robert Sullivan/AFP/Getty Images

It’s essentially a normal town; just for one week a year the world of golf descends upon it. Scott Michaux, a sports writer for The Augusta Chronicle, says the city was once a thriving resort town until the 1930s because that’s as far south as travellers from the north would venture. Florida, which today welcomes northerners escaping the winter cold, was then basically a swamp, so Augusta became the favoured destination.

Economically, the area is a key hub for several industries. Golfers will recognise the name Club Car, which has its global headquarters in Augusta. Across town throughout Masters week, patrons will spot Club Car carts parked randomly outside local businesses as a way of reinforcing the company’s standing in Augusta. Kellogg’s, Boral and Procter & Gamble are other firms to have significant bases here. Augusta is also an important medical centre, with Georgia Regents University Hospital and the broader medical industry employing more than 25,000 people.

Augusta’s most famous residents have included singer/songwriter James Brown, singer Amy Grant, actor Laurence Fishburne, wrestler Hulk Hogan, former US president Woodrow Wilson and the members of Grammy Award-winning country music group Lady Antebellum.

Washington Road, the main thoroughfare through Augusta, resembles Sydney’s bustling and urban Parramatta Road. There are car dealerships, numerous fast food chains and petrol stations lined up one after the other. Yet suddenly there’s an oasis to be found as the gates of one of the most prestigious clubs on earth appear on the southern side of Washington Rd.

John Daly and his across-the-road signing of clothing and memorabilia have became a fixture in recent Masters. This year Daly is based at the local Hooters restaurant. PHOTO: Win McNamee/Getty Images John Daly and his across-the-road signing of clothing and memorabilia have became a fixture in recent Masters. This year Daly is based at the local Hooters restaurant.
PHOTO: Win McNamee/Getty Images

The town is quaint and tidy but the immaculate nature of Augusta National stands out from the hustle and bustle of a busy road. Masters week brings a constant stream of traffic in both directions and badge sellers and badge seekers line the streets near the course, all hoping to purchase or provide the hottest ticket in town.

The Masters is part of the fabric of this place. The minor league baseball team is called the Augusta Greenjackets and you arrive from Atlanta by driving along the Bobby Jones Expressway. If St Andrews oozes golf history in an olde worlde way, Augusta has golf dripping from its pores in a more modern sense.